Definition
The Flesch Reading Ease score ranges from 0 (very difficult) to 100 (very easy). It is calculated based on average sentence length and average syllables per word. For email marketing, a score of 60-70 (plain English) is generally recommended.
Score Interpretation
- 90-100: Very easy to read (elementary school level) — suitable for mass-market B2C emails
- 60-70: Plain English (8th-9th grade level) — ideal for most business and marketing emails
- 30-50: College level — appropriate for B2B technical audiences
- 0-30: Graduate level — too complex for most email audiences
Why It Matters
Email is a lean-forward medium. Subscribers scan, they do not study. Lower reading scores correlate with higher engagement, especially on mobile. Most email copy should target a Flesch score of 60 or higher. Most word processors and analytics tools can calculate the score automatically.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
Authority Principle in Email Marketing
The authority principle is a persuasion concept where people trust and follow the guidance of perceived experts, used in email marketing through credentials, certifications, and expert positioning.
BAB Framework for Email
The BAB framework (Before-After-Bridge) is a copywriting structure that paints a picture of the subscriber's current struggle, contrasts it with a better future, and presents your solution as the bridge.